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Information Journal Paper

Title

THE IMPACT OF CUSTOMERS’ EMOTIONAL ATTACHMENT ON BRAND EQUITY WITH AN EMPHASIS ON THE MEDIATING ROLE OF BRAND RELATIONSHIP QUALITY AND BRAND CITIZENSHIP BEHAVIOR IN INDUSTRIAL MARKET

Pages

  97-124

Abstract

 Despite the importance of brand management, limited empirical work has focusedon branding in business-to-business (B2B) exchanges. This study shows that organizations through deep emotional ties with customers can improve BRAND EQUITY inINDUSTRIAL MARKETs. The study aims to investigate the relationship between customeremotional attachments to brand with BRAND EQUITY. In this regard, the mediating roleof BRAND RELATIONSHIP QUALITY and BRAND CITIZENSHIP BEHAVIOR is emphasized. The research is implemented with an applied and descriptive method. The population is ITindustry and data is collected through questionnaires. Structural equation modelingand confirmatory factor analysis is used in order to analyze the data through LISRELsoftware. The results show that consumer’ s emotional attachment increases brandrelationship quality and organizations can enhance their BRAND CITIZENSHIP BEHAVIOR. and BRAND EQUITY by improving BRAND RELATIONSHIP QUALITY.

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    APA: Copy

    OSANLOU, BAHAREH, & KHODDAMI, SOHEILA. (2016). THE IMPACT OF CUSTOMERS’ EMOTIONAL ATTACHMENT ON BRAND EQUITY WITH AN EMPHASIS ON THE MEDIATING ROLE OF BRAND RELATIONSHIP QUALITY AND BRAND CITIZENSHIP BEHAVIOR IN INDUSTRIAL MARKET. JOURNAL OF BRAND MANAGEMENT, 2(4 ), 97-124. SID. https://sid.ir/paper/367904/en

    Vancouver: Copy

    OSANLOU BAHAREH, KHODDAMI SOHEILA. THE IMPACT OF CUSTOMERS’ EMOTIONAL ATTACHMENT ON BRAND EQUITY WITH AN EMPHASIS ON THE MEDIATING ROLE OF BRAND RELATIONSHIP QUALITY AND BRAND CITIZENSHIP BEHAVIOR IN INDUSTRIAL MARKET. JOURNAL OF BRAND MANAGEMENT[Internet]. 2016;2(4 ):97-124. Available from: https://sid.ir/paper/367904/en

    IEEE: Copy

    BAHAREH OSANLOU, and SOHEILA KHODDAMI, “THE IMPACT OF CUSTOMERS’ EMOTIONAL ATTACHMENT ON BRAND EQUITY WITH AN EMPHASIS ON THE MEDIATING ROLE OF BRAND RELATIONSHIP QUALITY AND BRAND CITIZENSHIP BEHAVIOR IN INDUSTRIAL MARKET,” JOURNAL OF BRAND MANAGEMENT, vol. 2, no. 4 , pp. 97–124, 2016, [Online]. Available: https://sid.ir/paper/367904/en

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